I created this PowerPoint presentation as part of my Teacher\'s Assistant position. It is based off a chapter from the book Rethinking Marketing.

1. TRENDS IN CUSTOMER COMMUNICATION PRACTICES Debbi Brock BUS 465

2. PERSPECTIVES ON THE EMERGING NATURE OF MARKETING Term, Date, Source Underlying Dimensions/ Characteristics Examples Relationship Marketing (1983) Identifying, establishing, maintaining, enhancing, and terminating relationships with customers and other stakeholders, at a profit; achieving objectives of both parties Garnier Delta Airlines Expeditionary Marketing (1992) Creating markets before competitors; continuous search for innovative product concepts; overturning price/performance assumptions; lead rather than follow customers; tolerate failure Skype Starbucks Guerilla Marketing (1993) Low-cost, effective communications; cooperative efforts and networking; leveraging resources, using energy and imagination McCain Crescendo Rising Crust Pizza Breathe Right One-to-One Marketing (1993) Marketing based on knowing the customer through collaborative interactions (dialogue and feedback) to tailor individualized marketing mix on a one-on-one basis; product-centric New Zealand Dairy Foods Real-Time Marketing (1995) Technology-facilitated, real-time dialogues with interactive services Television New Zealand Subversive Marketing (1996) Marketing that doesn’t look like marketing; champion outrageous ways to penetrate consumer indifference; also known as stealth, ambush, roach-bait, and undercover marketing Pot Noodle MTV Red Bull

3. PERSPECTIVES ON THE EMERGING NATURE OF MARKETING Term, Date, Source Underlying Dimensions/ Characteristics Examples Disruptive Marketing (1996) Shattering culturally embedded biases and conventions; setting creativity free to forge a radical new vision of a product, brand, or service Swatch Viral Marketing (1997) Self-replicating promotion fanning out over community webs and spreading like a virus, multiplying and mutating as like-minded people market to each other Hotmail Snickers Digital Marketing (1998) New forms of interaction lead to deeper relationships and greater personalization Volkswagon DIRECTV Permission Marketing (1999) A prospect explicitly agrees in advance to receive marketing information Amazon.com American Express Experiential Marketing (1999) Elicits a powerful sensory/cognitive consumer response through sensory (sense), affective (feel), creative cognitive (think), physical/lifestyle (act), and social-identity (relate) experiences Visit London BMW (The Hire) Radical Marketing (1999) Redefines competitive rules; challenges conventional wisdom of the industry; strong visceral ties with target audience; maximal exploitation of limited budget National Basketball Association Grateful Dead Buzz Marketing (2000) Consumer-generated information dispersal through individual network hubs by generating excitement, infatuation, and missionary zeal The Blair Witch Project Rheingold Brewery

4. PERSPECTIVES ON THE EMERGING NATURE OF MARKETING Term, Date, Source Underlying Dimensions/ Characteristics Examples Customer-Centric Marketing (2000) Seeks to fulfill needs and wants of each individual customer; focuses on the needs, wants, and resources of customers as starting point in planning process O2 (cellular services) Convergence Marketing (2002) Fusion of different technologies to create new possibilities for the hybrid consumer; convergence on customerization, choices, communities, channels, and competitive value Western Wireless Neuro-Marketing (2002) Uses MRI (magnetic resonance imaging) to map brain patterns in response to a particular advertisement or product to determine drivers behind consumer choices DaimlerChrysler Search Marketing (2003) Increases visibility of a website in search engine results through search engine optimization, pay-per-check, and paid inclusion Monster.com Virgin Trains Pay-to-Say Marketing (2005) Monetary compensation for posting comments on blogs; compensation rates determined by the amount of exposure, advertisers, or a blogger’s Alexa ranking PayPerPost LoudLaunch.com Duct Tape Marketing (2007) Small business marketing roadmap; to be effective, approach marketing must be approached as a system – not an event; composed of simple, effective, and affordable techniques Various Small Businesses

5. EVOLUTION OF THE MARKETPLACE

6. POST-WORLD WAR II

7. NEW MILLENNIUM – PROLIFERATION OF TELEVISION CHANNELS AND MEDIA OPTIONS

9. CONSUMER IS REINVENTING MARKETING

10. ENDURING CHARACTERISTICS OF SUCCESSFUL MARKETING

11. FOUR REPRESENTATIVE CATEGORIES OF THE NEW BUZZWORDS OF MARKETING 1

13. FOUR REPRESENTATIVE CATEGORIES OF THE NEW BUZZWORDS OF MARKETING 3 4 MRI technology used to detect information that customer is not cognitively aware of but affects purchasing

14. EVOLUTION OF THE INTERNET: FROM INFORMATION TO INTERACTION Information Interaction Move From To

16. CUSTOMERS HAVE TAKEN CHARGE